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What Influences Young Adult Females When Choosing an Online Apparel Retailer: An Exploratory Analysis

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Dubrovnik, Croatia, 4-6 September, 2023

Author

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  • Budimir, Ana
  • Knežević, Blaženka

Abstract

Technology is an integral part of everyday life, and its utilisation significantly influences how buyers behave when making decisions on their purchases, no matter the type of goods purchased. Therefore, it is necessary to observe how various generations of shoppers, based on technological solutions, change their shopping behaviour for different groups of products. This paper is focused on the online aspect of non-luxurious apparel shopping. Two groups of online retailers are researched: pure-play e-retailers and omnichannel retailers. The study adopted an exploratory approach, and the data were collected using semi-structured interviews among young females. In this study, we addressed and answered three research questions. The first question focused on the choice of type of online retailer - e-retailer or omnichannel. The second question was oriented to constructs of the UTAUT2 model and their relevance among young females regarding apparel shopping. The third question highlights the perspective of sustainability and environmental concerns when buying apparel online.

Suggested Citation

  • Budimir, Ana & Knežević, Blaženka, 2023. "What Influences Young Adult Females When Choosing an Online Apparel Retailer: An Exploratory Analysis," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2023), Hybrid Conference, Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Dubrovnik, Croatia, 4-6 September, 2023, pages 211-221, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr23:302082
    DOI: 10.54820/entrenova-2023-0019
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    References listed on IDEAS

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    1. Karine Picot-Coupey & Elodie Huré & Lauren Piveteau, 2016. "Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic case," Post-Print halshs-01290473, HAL.
    2. Tamilmani, Kuttimani & Rana, Nripendra P. & Wamba, Samuel Fosso & Dwivedi, Rohita, 2021. "The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation," International Journal of Information Management, Elsevier, vol. 57(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    omnichannel; retailer; UTAUT2; apparel industry; fashion retail; online shopping;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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